Missguided announces Love Island product placement deal

Missguided has signed a partnership with ITV2 that will ensure its summer collections are featured on Love Island, one of the UK’s most popular reality TV shows.

MissguidedThe product placement partnership will see Love Island contestants wear the latest looks from Missguided’s casual, summer, festival and out-out collections. The brand will style the Islanders for key events and will have a presence on the show’s official app, giving viewers an easy way to find and shop the outfits.

Women will wear Missguided, while men will be dressed in Mennace, the new menswear brand launched by Missguided founder Nitin Passi last year.

The partnership between the millennial brand and the TV show, which follows a group of young singles as they look for love, seems like a good fit. With pink unicorns, glitter and sporty essentials as part of its aesthetic codes, Missguided has built its fashion brand reputation around social media, pop culture and youth.

“Missguided is a great fit for Love Island as a brand that’s sure to be popular with both islanders and viewers," Claire Heys, ITV Brand Partnerships and Content Director, said in a statement, reported the Evening Standard.

"I’m looking forward to seeing what fabulous outfits the islanders choose on-screen. We will then be directing viewers to that clothing on Missguided’s website via the Love Island App as part of this exciting and innovative commercial partnership.”

Missguided will share ‘get the look’ content daily on the Missguided Love Island hub along with exclusive fashion updates from the show, whose 4th season is set to return on 4 June.